Canderel launches low-calorie sugar blend

Canderel, the low-calorie sweetener brand-owned by Merisant, is launching a low-calorie sugar-based product in response to growing consumer concern about obesity.

Canderel Crystal, which will go on sale in March, is a key launch for the brand this year and will be supported by several bursts of television advertising and a press campaign. The product is a blend of sugar and artificial sweeteners, designed to retain the taste and texture of normal sugar while being 50 per cent lower in calories. The product, which will be sold in 230g and 450g packs, will come in resealable pouches rather than traditional paper bags.

Sugar blends are one the fastest-growing areas of the sugar market. According to AC Nielsen, the category is worth about &£4m, but has grown by 44 per cent in the past year. Sugar producers Silver Spoon and Tate & Lyle have both launched “Lite” variants, but Canderel claims that Crystal will offer the biggest calorie reduction.

The launch coincides with Canderel’s issue of a report into consumer attitudes towards obesity. The report, carried out by YouGov, shows that one in three consumers do not read the labels of products before they buy and that 40 per cent name price as the deciding factor when it comes to buying unfamiliar food.Merisant regional vice-president and international managing director Lynn Porteous says she would like to see the Government working with industry to form a taskforce to deal with obesity.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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